Marketing Works

Marketing Works focused the branding efforts on areas of radiology that were highest in public awareness and most likely to generate physician referrals or patient self-referrals. Among the central focuses were women's imaging and cardiology. Leveraging insights from the research process, Marketing Works crafted compelling brand messages aligned with the motivations and perceptions of the customers. Below are just a few examples: "Get the results. Get on with your life," reminding patients that taking personal responsibility for their health is the right thing to do for their loved ones. It demonstrated the client's commitment to timely scheduling and quick turnaround for reports in an effort to reduce patient anxiety. This important tagline led early branding efforts and positioned them against hospital imaging services. "It's more than a test - it's a life," emphasizing the personal level of care and value afforded to each patient. "This is not your mother's mammogram," a women-focused campaign that emphasized the unexpected degree of comfort, care, and personal attentiveness to what can otherwise be a cold and intimidating clinical experience. The overall goal was to attract women to the practice with the long-term benefit of capturing the imaging business of her entire family. The Results Marketing Works has deployed branding programs for this client across a complete range of channels, including print and broadcast advertising, outdoor advertising, direct mail, and other media. The campaigns have helped the practice successfully expand on their already excellent reputation and dramatically grow their visibility. Through this collaborative relationship, the practice rebuilt their base of referring physicians and empowered consumers to understand their right to choose an imaging provider. The brand was leveraged to the point that the practice grew from 2 locations to 5 locations.